“What that’s going to lead to ultimately is an audience of one,” said Barnes, adding that the way brands are going to have to show up in the future will be differentiated and personalized.
Barnes said this will obliterate the traditional playbook and hierarchy of brand building, and brands have to now figure out the most impactful spaces for them to show up in a diverse ecosystem of consumer experiences.
In Barnes’ previous roles, working with big, global brands at scale, those brands wanted visionary agencies that could deliver not just on brand building, but on business strategy, as well, which he sees that Red Antler does well.
“There’s tremendous appetite in the big brand space, as well, for them to capture that startup energy of capturing new audiences, creating new ventures, forcing reappraisal, taking smart, creative risks, but doing all of that at the speed of culture and innovation,” said Barnes.
Osborne wants Red Antler to take the necessary risks to succeed and build deeper connections with the customer, building on the shop’s strengths in design and brand building and growing at scale.
Last year, Red Antler launched a business called Wild Fruit, a presentation design agency, working with companies that are raising capital funds. And now, Red Antler is looking for other spaces where it can build complementary services to help businesses succeed,
“Kiser’s passion for the intersection of technology and creativity is incredibly exciting and feels really relevant for this moment in time. We want to be at the forefront of thinking about how to leverage AI, and how technology can drive brand building,” said Osborne.
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